Y-3, G-Star and Skin Laundry to open on Melrose Avenue, Los Angeles

By

Chenu Alexis

Published
July 26, 2023

In the coming weeks, Y-3, G-Star and Skin Laundry will open their new stores on Melrose Avenue, between La Cienega Boulevard and N Orlando Avenue. The three new openings should revitalize a large stretch of Melrose Avenue, where the retail situation looks more than gloomy.

With more than thirty boutiques up for grabs between San Vicente Boulevard and Fairfax Avenue, Melrose Avenue isn't what it used to be. Among the reasons given by local boutiques are rising rents, a significant drop in traffic since the Covid crisis and an economic situation that is taking time to recover. A complex situation made worse by roadworks linked to the Melrose Avenue Streetscape Project, which should see sidewalks extended and trees planted. 

Last June, Church Boutique, an iconic Los Angeles address opened by David Malvaney and stylist Rodney Burns, closed its Melrose Avenue boutique and moved to 8063 Beverly Boulevard. In a few days, designer Daniel Patrick will follow, four years after opening his boutique on Melrose Avenue. Patrick chose the Beverly Center for its 3,000-square-feet of floor space, at the same rent as Melrose Avenue.

Closed after just one year in business, the orange-fronted Marcell Von Berlin boutique was also forced to close last May. The reason for this closure was the tragic death of its main investor Rainer Schaller, and the complete cessation of his investments. 

Although the ties seem to turn look dire, and customers are increasingly rare, a new dynamic may be beginning. After the opening of the first Cult Gaïa store in January, followed by the first Ami boutique in February, and the Gucci Salon at the junction with Melrose Place, the section between La Cienega Boulevard and North Orlando Avenue will see a new Y-3 boutique open in the coming weeks, replacing the former Theory boutique.
 

Alongside Y-3, G-Star will also open a new store. Located at 7966 Melrose Avenue, the brand is moving just a few blocks away and no doubt hopes to take advantage of Melrose Place's dynamism to boost sales. Next door, shoppers will find Skin Laundry, the laser facial specialist, announcing an opening before the end of the year. 

Last but not least, Paul Smith, with its iconic Melrose Avenue boutique, has just embarked on a phase of renovation work that should last until October. While awaiting the return of selfies on its pink façade, Paul Smith has opened a temporary mini store at 8483 Melrose Avenue, with as neighbors a dozen boutiques looking for new tenants.

While fashion brands may have to wait a little longer before returning to Melrose Avenue, new restaurants are set to appear, such as the French Lalou restaurant scheduled for fall.